Master’s Degree in Integrated Advertising Management

Skills

Specific Skills

• Understand and apply the principles and approaches of brand construction/strategy and branding in the field of integrated advertising.
• Develop their creative ability, not only in the specific field of advertising creativity, but also in the process of developing advertising strategies and creation of brand content.
• Control the monitoring and correction systems of the advertising activity to improve customer service in an integrated advertising agency.
• Effectively create and manage the strategic planning of advertising campaigns based on marketing objectives and specific communicative needs of organizations.
• Handle the commercial research methods best suited to the objectives of the advertiser in the field of integrated advertising, know how to measure the results of online marketing and master metrics and web analysis, as well as manage the systems for presenting results and evaluating reports.
• Know and correctly handle the main variables of measurement of results in the off and online environment and effectively use the tools available in the market.
• Understand and apply the model of target contact points and the creation and selection of media in integrated advertising campaigns.
• Acquire and demonstrate a strategic mentality in order to apply it to the selection and creation of supports in media planning.
• Understand and apply the latest trends in the brand-consumer relationship through marketing on mobile devices and new emerging media.
• Acquire, demonstrate and apply the necessary knowledge for the planning of creative strategies of integrated advertising combining channels and off and online tools.
• Understand and apply specialized concepts about social media marketing and the creation of links with the consumer in order to manage brands and improve the reputation and digital identity of firms within the integrated advertising strategy.
• Know and understand the specific fundamentals of the legal system and the regulatory framework, especially the professional self-regulation of advertising.
• Master the necessary managerial skills in business management applied to the integrated advertising environment, such as team leadership, effective communication techniques, meeting management, team integration and delegation of functions.
• Understand the models of content production and its management and know how to apply them to produce the necessary content in an integrated advertising campaign.
• Know how to plan, defend and implement an integrated advertising campaign.
• Apply in a practical way the knowledge acquired in the educational program during the development of the professional activity specialized in integrated advertising.

General Skills

• Apply the knowledge acquired in the general context of organizations and companies and especially in the construction of advertising strategies and creative developments.
• Solve problems and make effective decisions in situations of a high competitive level and uncertainty, typical of the current communication industries.
• Integrate acquired knowledge and face the complexity of making judgments, based on a limitation of information, including reflections on social, business, economic and ethical aspects.
• Communicate conclusions after analysis and the reasons that support them, in a clear and effective way, both to audiences that are specialized and non-specialized in communication.
• Know how to work in a team effectively in the context of advertising communication.
• Develop the ability of autonomous learning in order to adapt to an environment full of challenges, typical of the field of current advertising communication.
• Apply the skills acquired during the development of the educational program.

Calendar and Schedules

Access

As established in article 16 of RD 1393/2007, modified by RD 861/2010, students who meet any of the following conditions may access these studies:

• Have an official Spanish university degree or another issued by an institution of higher education of the European Higher Education Area that grants access to Master's degrees in the country issuing the degree.
• Graduates of educational systems outside the European Higher Education Area will be able to access without the need for homologation of their degrees, after verification by the University that they accredit a level of education equivalent to the corresponding official Spanish university degrees, and that they grant access to postgraduate studies in the country issuing the degrees. Access by this means will not imply, in any case, the homologation of the interested party's previous degree, nor its recognition for other purposes than that of studying the Master's degree.
• In the case of students with Special Educational Needs (SEN), the need for possible curricular adaptations, itineraries or alternative studies will be evaluated.

For this Master's Degree, the Bachelor's Degree or Undergraduate Degree in Advertising and Public Relations, Bachelor's Degree in Business Administration and Management, Bachelor's Degree in Journalism and Bachelor's Degree in Audiovisual Communication will be especially valued.

In addition to the legal requirements, the university requires the student to pass its own entrance tests, the Admission Exams.

The admission process to the Master's degree begins by sending the following documentation by post or courier to the Postgraduate Admissions Section:

• Completed Admission Application
• Updated Curriculum Vitae
• Photocopy of the DNI (only Spanish candidates) or passport (only foreign candidates)
• Photocopy of the Academic Record/Transcript (complete or in the last year studied of the university degree)
• Two color passport-size photographs.

Once the documentation has been received and it has been verified that the submitted degree grants access to the Master's degree, as established in arts. 15 and 16 of Royal Decree 1393/2007, the candidates take the proficiency test of their chosen program, whose execution is handled by the Department of University Development. This test is carried out in person in Madrid and in different Spanish cities and, additionally, it can also be taken remotely (online).

The proficiency test, which aims to analyze the student's abilities to complete the Master's program, assesses the candidate's profile and abilities, so it does not require prior preparation and allows the student to receive more extensive and personalized advice on their academic and professional options. This proficiency test consists of two parts: the first is an aptitude test with which the maturity of the student is evaluated, and the reasons that lead him/her to study with us are analyzed. The second is a specific test for the chosen program.

Once the different phases of the admission tests have been completed, the candidate has a personal interview with the Master's Degree Coordinator, who makes a report on the candidate's skills profile, their maturity, their personal interest in the Master's degree, and their suitability for the degree, which is attached to the file to be studied by the Admissions Commission. In the case of taking the written tests remotely, the personal interview will be carried out via videoconference.

Once the admission tests have been completed, the Admissions Commission, made up of those responsible for the Department itself, the Registrar's Office and the Department of University Development, analyzes the results and the documentation submitted by the candidate, and approves or rejects the application. The candidate receives written information about their admission, which is carried out by telephone, about the result of the admission process and about the formalization of their enrollment in the Program, what final documentation that must be submitted, duly legalized, etc.

The weighting of these admission tests is specified below:

• Academic Record of previous studies: 50%
• Aptitude test: 20%
• Admission test to the master's program: 30%